Air Miles awards integrated brief to Partners

Partners Andrews Aldridge has won the estimated £10 million integrated account for the Air Miles loyalty scheme following a pitch last year.

Partners has been briefed to produce posters, online, press, e-mail and direct mail executions.

It is understood the campaign, which is due to break at the end of this month, will lead to television advertising later in 2006.

Partners' work will be the first to incorporate Air Miles' new identity, which was developed by the branding agency Lambie Nairn. Partners' task is to communicate the new branding to Air Miles' eight million members, as well as telling them the company has reduced the number of points needed to claim flights to its 20 most popular destinations.

Partners will work on integrated acquisition and retention campaigns after this.

"This is a very exciting win for us," Steve Aldridge, Partners' creative partner, said. "We have coupled our great travel experience with our integrated skills in loyalty marketing to come up with a campaign that is both fresh and innovative. Our challenge is to get more people to experience the brand and to re-engage existing customers."

Partners was appointed by Air Miles' marketing director, Sarah Wood, who kicked off the agency review in December. Wood joined the company in May from Telewest Broadband, where she was the head of consumer marketing and brand.